WHY SATISFIED CUSTOMERS DEFECT Rutgers University为什么满意顾客的缺陷罗格斯大学.pptVIP

Satisfaction-Loyalty Link Xerox finding: Totally satisfied customers were six times more likely to repurchase Xerox products than its satisfied customers. Findings of 5 markets: automobiles, personal business computers, hospitals, airlines, and local telephone services. (most competitive to least competitive). In most competitive industries, only highly satisfied customers are loyal. In least competitive industry, most customers are loyal regardless of satisfaction level; however, once barrier is eliminated, the loyalty shifts in remarkable speed. Customer Types Loyalist/Apostle Completely satisfied customer who keeps coming back (company’s bedrock) Defector/Terrorist Defector- merely/dissatisfied, neutral (can be turned into loyalist) Terrorsist- very dissatisfied customers who tell others of their bad experience Mercenary Those who may be completely satisfied but not loyal (chase low price, buy on impulse, pursue new trends, seek change for change sake, etc. Hostage (monopolistic environment) WHY SATISFIED CUSTOMERS DEFECTby Thomas O. Jones, W. Earl Sasser, Jr Customer Satisfaction Example Survey by a light manufacturing, wholesale, distribution and consumer service company ( 8 divisions). 82% of customers scored as “Satisfied” or “Completely Satisfied” 48% - Completely Satisfied (5) 34% - Satisfied (4) “The battle plan is to find out what is making our least satisfied customers mad and fix it!” Customer Satisfaction Example False Managerial Assumptions If a customer responds with “satisfied” or above, the company-customer relationship is strong The investment required to change customers from satisfied to completely satisfied will not result in enough financial return Addressing those who are least satisfied is the best use of resources Customers Complete customer satisfaction is key to securing customer loyalty generating superior long-term financial performance. Completely satisfied customers are much more loyal than satisfied customers. Any drop